Opinion leaders’ influence on knowledge transmission about crop diseases management: Exploring the attributes that matter to followers

Abstract

Opinion leaders play a significant role in promoting innovation and technology adoption through effective information dissemination to potential adopters. However, personal traits that define effective opinion leaders, as identified in existing literature, may not fully align with followers’ desired attributes of an opinion leader. Additionally, little is known about how varying degrees of influence may impact the spread of knowledge. To bridge the gap, first, we conducted focus group discussions in 10 villages within the banana farming community in Rwanda to assess the critical attributes that farmers seek in opinion leaders. Results indicate that honesty, commitment, social, knowledge, and leading by example are the top five attributes that farmers value the most from an opinion leader for the control of Banana Xanthomonas Wilt – a major banana disease. Second, we collected data from 100 nominated opinion leaders, including 10 farmer promoters, using a structured questionnaire to determine how they transmit knowledge about disease management to farmers. The opinion leaders were categorised into low, medium, and high levels of influence based on pairwise comparison. We found that honesty, leading by example, and justice are significant attributes that distinguish opinion leaders with a higher level of influence and who are more effective in transmitting knowledge. Farmer promoters are not distinct from other opinion leaders in terms of access to farmers but are more active in knowledge transmission than any other opinion leader. Our results suggest that having access to farmers does not indicate influence. Therefore, we recommend engaging those farmer promoters and opinion leaders with a higher level of influence to disseminate information to farmers at the village level.